The Just Trust

The vast majority of Americans support criminal justice reform. Yet, the movement is still acutely fragmented and polarized. With an initial sum of $350M dedicated exclusively to justice reform and an audacious vision to meaningfully transform the system, The Just Trust engaged IDEO.org, Sovereign Objects, and Some Days to develop a brand and organizational strategy that would build momentum for the movement and position reform as a topic of mass appeal. My role? To collaborate with researchers working closely with the field and develop the public messaging for the brand—from the tone of voice to the mission and vision. Check out their website.